Marketforce and its content marketing agency Flare have produced a new campaign for Reconciliation WA in support of this year’s Reconciliation Week.
The campaign will launch tomorrow and includes an integrated media buy across 7West assets, Outdoor and Content. Flare has produced over 30 videos featuring WA leaders sharing their stories of reconciliation.
The videos include conversations with a Federal Minster, the WA State Treasurer, a basketballer, footballer and a variety of Aboriginal leaders young and old. All had the same message for this year’s Reconciliation Week: ‘we are in this together’.
Due to Covid-19 restrictions, the 2020 Reconciliation Week will not include the traditional walk and breakfast events. Instead this year’s campaign will distribute video content over the next week via digital channels supported by paid, owned and earned media.
Flare Director Dixie Marshall said, “Our job was to capture the humanity of reconciliation, to ensure the stories were personal, the reflections unique. This was truth-telling at its finest. It was a privilege for me and the team to be involved.”
Anne Hallam, Chief Experience Officer, Marketforce said ‘Our research has demonstrated that many members of our community are unaware of the prejudice and discrimination Aboriginal West Australians have faced historically and continue to face to this day. The strategy is to use truth-telling as the first step in developing a broader community understanding. These stories are very powerful and will change perception which will lead to real change and reconciliation.”